Target’s Click-And Mortar: One Quarter Online Sales Will Be Fulfilled In-Store

Target continues to add ‘omnichannel’ features in a bid to impress investors — and shoppers — in time for the crucial holiday season.

Target has reported that 25 percent of all sales through its branded website will be fulfilled in-store for this holiday season, whether that’s through pickup at or shipping from one of its 1,800 U.S. locations.

That e-commerce stat comes from Target’s campaign to increase its “click-and-mortar” capabilities, strengthening that availability of online to offline features.

An infographic on Target’s Bullseye View blog outline the different features of Target’s click-and-mortar. Namely:

  • Shipping from nearby Target stores as opposed to the more remotely placed warehouses.
  • Free shipping on all online orders until Christmas.
  • Free in-store pickup. Target notes that more than 80 percent of orders are ready within one hour.
  • Through the Curbside app, customers can pull up to their local Target and get their items delivered straight to their cars.
  • Many items that are online-only can now be shipped to a store for in-store pickup for free.
  • Target now offers on-demand grocery delivery to San Francisco and Minneapolis through integration with Instacart.

Target’s focus on omnnichannel has been building over the past few months. The company announced a “tech accelerator” program in September that is meant to foster creative ideas of how to bring the company’s business model up to speed with current retail edge, investigating things like Internet of Things, location targeting, omnichannel, and mobile integration into their in-store experience.Target omnichannel

Omnichannel has been a priority for Target since at least March when CEO Brian Cornell told investment analysts that “prioritizing digital strategies is key as omnichannel consumers spend much more than store-only visitors.”

The company is also using social media to drive its newly reworked Awesome Shop, with popular items curated through Pinterest with crowdsourced photos and content found and promoted through Instagram.

While the full fruits of Target’s omnichannel initiative won’t be seen until the tech accelerator is launched next year, the company is already clearly showing a larger push towards integrating their online and offline stores in a world where so many of their competitors are doing so as well.

About The Author
Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.